أثر العلامة التجارية على القرار الشرائي لجهاز الهاتف النقال: دراسة ميدانية من وجهة نظر طلبة الجامعات بالجزائر العاصمة بالتطبيق على علامة "سامسونج"

Abstract

This study aims to measure the impact of the brand in its dimensions (perceived quality, perceived price, perceived value, perceived trust, brand reputation) on university students’ purchasing decision of “Samsung” mobile phone. A further purpose was to find out the strongest brand dimensions influencing the purchasing decision. In order to achieve the research objectives, a data collection was carried out via the distributing of a questionnaire to a purposive sample of 107 university students that own "Samsung" mobile phone in Algiers, the (spss) statistical program was adopted to analyze the collected data and test the validity of the hypotheses. The study findings show a statistically significant impact of the brand in its dimensions (perceived quality, perceived price, perceived value, perceived trust, brand reputation) on the purchasing decision of “Samsung” mobile phone for university students. The brand reputation is the only independent variable that has a significant effect on the dependent variable (purchasing decision), whereas the other independent variables (perceived quality, perceived price, perceived value, perceived trust) have a weak impact and they were considered statistically non-significant.